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Here's a sign of the times: Warner U.K. has launched a streaming-led label, Artists to Watch Records. Led by the major's streaming and playlist expert, Kieron Donoghue, the imprint will focus on identifying singles that have the potential to become global streaming hits.
Artists to Watch Records sits under Warner Bros. Records U.K., under the leadership of Phil Christie. It will use algorithms to look for tracks that are starting to heat up, then support artists with marketing and global playlists to help the songs get attention. Donoghue has already enjoyed success with Swedish DJ/producer MARC, whose "Show You the Light" currently has more than 12m Spotify streams. His second single, "Dreams," will be released Friday.
“Kieron has a great perspective on the streaming marketplace and the fact that hit tracks can now come from almost anywhere. Artists To Watch Records will find fresh talent, react quickly and harness the power of streaming to help create big hits,” said Christie.
Donoghue, whose official title is VP, Global Playlists Strategy & Curation, added: “Phil has been instrumental in helping this innovative imprint take shape and I’m looking forward to delivering some smash hits."